Why brand awareness is overrated

Managing Director, Business Strategy at MONOGRAM, Amy Colbourn, from a boutique branding and brand marketing agency specializing in luxury hospitality and casino marketing, discusses the misconception that brand awareness is overrated. She delves into how brands can shift their focus from brand awareness to metrics like brand engagement and advocacy, emphasizing the importance of creating deeper emotional connections with consumers through storytelling. Amy also explores the role of data analytics in redirecting efforts towards more meaningful brand-building activities.
About the speaker

Amy Colbourn

MONOGRAM

 is a little camera shy

Amy Colbourn is Managing Director, Business Strategy at MONOGRAM

Show Notes

  • 00:30
    Common misconceptions about brand awareness and brand loyalty
    Exploring how brand awareness may not always translate to brand loyalty and how marketers can address this in their strategies.
  • 05:15
    Successful brands shifting focus to brand engagement and advocacy
    Discussing examples of brands that have transitioned from brand awareness to metrics like brand engagement and advocacy, and the outcomes of these shifts.
  • 10:45
    Role of storytelling in creating emotional connections with consumers
    Examining the importance of storytelling in building deeper emotional connections with consumers and how brand marketers can effectively leverage storytelling in their strategies.

Quotes

  • "Awareness is just kind of a cop-out... really making sure you understand the problem so that you can have a smart solution." - Amy Colbourn

  • "There are other words like education, familiarity, perception, relevance... particularly when you look at categories with super high levels of awareness." - Amy Colbourn

  • "When you have a high level of awareness, you're probably looking for something that's going to help motivate or change behavior." - Amy Colbourn

About the speaker

Amy Colbourn

MONOGRAM

 is a little camera shy

Amy Colbourn is Managing Director, Business Strategy at MONOGRAM

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